There's a company (doesn't matter which) I encountered the other day that had just won a top 100 slot from a magazine in its space. A press release on its site announced the award—and quoted the company President: "This demonstrates our success as vertical enterprise experts in solving the essential challenges that are of vital nature to our customer's business."
OK. You're the reporter—who-what-where-when-why-how tip-to-toe—who gets this release. Read it again. Not a Who What Where When or Why in the litter, is there? Just squealing blather with zero news value. Since it doesn't satisfy the basic requirements of any press item, how could it ever get picked up?
And since, at least in that release, that was the President's sole "sound bite," what a complete opportunity waste for the company.
(And remember, this was the company's own press release. That quotation—massaged, discussed, tweaked, reviewed and authorized—was what they considered their best shot.)
I'm not picking on them at all: they're not alone. In fact, that's what you'll find most everywhere you look—online and offline: who knows, you might have a couple lying around yourself.
Approach This Marketplace Like a Marketer
At issue is not how to write better press releases. The real problem, and what this example is meant to underscore, is that we have failed to understand the nature of the marketplace we're dealing with, and we therefore don't deliver the product it wants. As a result, we're not achieving the results we expect from that marketplace.
Let's apply a very basic market framework to the question. Let's ask and answer three fundamental questions: